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CounterCouture is a Minneapolis-based upcycling fashion brand that fuses design, ecology, social responsibility, style and sense. What is upcycling? It is the process of converting waste materials into new materials or products of better quality or a higher environmental value. The brand was founded in 2009 by Angie Arner and consists of a small creative collective of local designers.

By now offering a ready-to-wear collection, we are giving the consumer an eco-friendly option and allowing upcycling to be infused into this industry. Many of these pieces are convertible (able to be worn different ways) and within the price range as other independent design brands. CounterCouture also does special orders, transforming your ugly duds into something modern, beautiful, and well-fitting.

Our business practices are dependent on support from the consumer, partnerships within the supply chain, and continuous research on production techniques and successes within the eco-fashion realm. We strive to represent an evolution in fashion, an education in sustainability, a shift in buying behavior, and problem solving in a very sexy package. Because fashion, too, must evolve.